Paul Longhurst, the media director of Ammirati Puris Lintas, has
condemned the poor calibre of young media planners, claiming the lack of
attention given to this area by ad agencies is threatening the
creativity of the work.
Longhurst’s broadside came as he announced the hiring of a clutch of new
planners to beef up the APL media department.
At the end of the lengthy recruitment process, Longhurst accused the
advertising industry of failing to adequately train and motivate young
‘Most are listless, without any vision, and nervous about the extent of
consolidation and centralisation,’ he said.
Longhurst blamed the trend of separating media from the advertising
agency and into a media specialist for ‘producing a high number of
administrators and clerks’.
Longhurst claimed that media is increasingly treated as a commodity and
that this attitude is threatening the creative product. ‘Media for many
agencies is no longer a skill worth investing in.
‘I want to promote an environment of total creativity at APL, where the
creative teams can think about the ads and the media as part of one
Longhurst has taken on three new media planners, due to join the company
over the next month, his first major hirings since taking over as media
director in February.
Alexi Askar, a senior media planner, comes from Zenith Media to work
primarily on Nestle Rowntree, while Zenith’s outdoor arm loses Robyn
Adams, who joins APL to work on Rover’s media planning. The third new
planner is Mark Bowling, who joins APL from Ogilvy and Mather.
Hashim Emadi, a senior marketing planner at the TV sales house, TSMS,
completes the line up of new recruits, joining APL as a media
The hirings are part of a worldwide bid by Lintas to offer a top-quality
media planning function within its main agency network, despite the
presence of Initiative Media as the network’s media buying specialist.